Superdry reportedly sues Manchester City over ‘confusing’ training kit sponsor

Introduction to the article:
Clothing brand Superdry has filed a High Court claim against Manchester City, alleging that the Premier League club has infringed on their trademark with the new partnership they announced with Japanese beer brand Asahi ahead of the 2023/24 season.

Allegations of Infringement

Superdry has requested an injunction to restrain Manchester City from using kit with the branding in place. They argue that the differences between ‘Super ‘Dry” and Superdry are so insignificant that they may go unnoticed by the average consumer. They are also pursuing costs, although unable to quantify the exact financial value as of yet.

Court Filing and Claims

According to the court filing by Philip Roberts KC, acting for Fox Williams LLC, on behalf of the plaintiff, Manchester City is called upon to confirm whether they are using or intending to use the signs complained of beyond the sponsored kit. Superdry claims to have suffered damage and/or will suffer damage in the future unless restrained by the court.

Asahi Partnership

Manchester City announced the partnership with Asahi for the 2023/24 season in July, continuing a deal that began in 2022. Asahi is Tokyo’s largest beer brewer, with a market share of nearly 40 percent, and is expanding its presence through this partnership.